SENSITIVE BUT NOT FRAGILE

THE IDEA

A popular American skincare brand for generations. The go-to for dry, sensitive skin at drugstore prices. Globally, it was just getting its footing. Only one campaign had gone out worldwide, and it was a very straight-forward medical message about keeping sensitive skin healthy.

But our audience is anything but sensitive. Women are wearing more hats, taking on the world and the last thing they need is another addition to their ‘routine.’

Instead, we decided to celebrate them for who they are, while reminding them to take care of themselves as they take care of everyone else.

MEDIUMS: TV, PRESS, DIGITAL, SOCIAL

Director’s Cut. Created and directed by Tom Schlagkamp.

Photography by Adam Hinton.

Role: Creative Director - VML London